Genesis is preparing a major leap in digital driving technology with its upcoming flagship SUV, the Genesis GV90, as Hyundai Motor Group strengthens its premium brand strategy under new leadership. After Hyundai Motor Group appointed Lee Si-hyuk, Managing Director, as the new head of the Genesis Business Division, replacing President Song. The leadership change signals a renewed push to elevate Genesis’ global standing, with the GV90 playing a central role in that strategy.
GV90 Production and Strategic Importance
The Genesis GV90 is expected to be produced at Hyundai Motor Company’s Ulsan electric vehicle factory, reinforcing its identity as a next-generation luxury EV. More than just a flagship SUV, the GV90 is designed to showcase Hyundai Motor Group’s future-oriented approach to software, connectivity, and autonomous technologies.
According to industry insiders, the core focus of the GV90 will be advanced digital driving technology, rather than conventional hardware-driven performance metrics.
Advanced Digital Driving Technology at the Core
According to Bloter, the 2026 Hyundai Motor Group New Year’s Party, Manfred Harrer, President and newly appointed Head of Research and Development (R&D), emphasized the technological direction of the upcoming Genesis flagship.
Harrer stated that the GV90 will be equipped with more advanced digital driving technology, adding that the system will:
- Provide drivers with highly detailed, real-time situational awareness
- Enhance understanding of road conditions and surrounding objects
- Improve driver decision-making through intelligent data visualization
These features are expected to significantly raise the bar for digital user experience in the luxury EV segment.
Software-Centric Vehicle Strategy and Pleos Connect
The digital driving technology planned for the GV90 is closely linked to Hyundai Motor Group’s Software-centric Vehicle (SDV) strategy, one of the group’s most critical long-term initiatives.
At the center of this transformation is Pleos Connect, Hyundai Motor Group’s next-generation infotainment and vehicle operating system. Pleos Connect is designed to support:
- Seamless connectivity between vehicles and digital ecosystems
- Over-the-air (OTA) software updates
- Scalable autonomous driving capabilities
- Enhanced integration of AI-based driver assistance systems
The Genesis GV90 will be the first model to debut Pleos Connect, with the technology later expanding to other Genesis, Hyundai, and Kia vehicles.
Outlook: Genesis Enters the SDV Luxury Era
With new leadership, a software-centric strategy, and the GV90 at the forefront, Genesis is clearly signaling its intent to compete in the connected car and autonomous driving era.
The GV90 is expected to serve not only as Genesis’ flagship SUV but also as the blueprint for the brand’s future digital architecture, setting standards that will define Genesis vehicles for years to come.
As the global luxury EV market becomes increasingly software-driven, the Genesis GV90 may prove to be a pivotal model in redefining what premium mobility means in the digital age.
